Walt Jaschek thinks large for you.

….for Nurse Response, the national, 24-hour nurse hotline provider, a division of Centene Corporation. The line has been embraced by the company as the central theme of its marketing communication, including the brand-new Nurse Response website.

As many of you know, I typically advocate against the three-adjective tagline, ala “Integrity. Dedication. Experience.” But this is actually one phrase, made dramatic with punctuation to communicate each of the three beats. See it in use.

…for Parkside Financial Bank & Trust, Clayton, Missouri. To its credit, this industry-leading bank now uses the “path” metaphor in all its messaging, and its URL is even http://ParksidePath.com. Here are a few images from the website, demonstrating how a rich, expressive tagline can be carried out. And on.

Need a tagline with this kind of messaging power? Call me. 314-479-1966. Need a great bank? Take the Parkside Path.

“Have a Grain Day!” That’s the new tagline I wrote for Hodgson Mill, makers of delicious, whole grain cereals, baking mixes and pastas, available in a grocery store near you and in the Hodgson Mill store.

The line serves as the name of the new Hodgson Mill blog, where you can get tasty recipes, and read what “Have a Grain Day” means.

It also unites a new marketing campaign, including banner ads on prominent food and baking sites, and special promotions for the holidays. (Speaking of that: Want a chance to win a gift basket of Hodgson Mill products? Go for it!)

Kudos to Perry Probst, Ray Martin and Bob Goldstein at Hodgson Mill; PR specialist Julie Gustafson; media pro Judith Kaplan; and ace marketing consulting Tom Tipton, who brought us — and the campaign — together.

Now get out there and get some scrumptious, Hodgson Mill whole grain products for the holidays. And have a grain day!

For Maring Weissman and its client Central Baptist Hospital, I wrote the tagline “This is Care” and the campaign that resulted, including this series of newspaper ads, named “Best of Show” winner in the National Healthcare Marketing awards. Creative director: Paul Maring. Designers: Chuck Hart, Paul Maring.

The “This is Care” campaign didn’t just have heart. It had legs. The same characters, tone and brand story fused an integrated campaign, including TV commercials, radio commercials, outdoor boards, web landing pages, animated banner ads, and even — here comes one now — bus wraps.

That Donna gets around.

When I wrote the tagline “The Omni Difference” for Omni Health Clubs and its agency Spoke Marketing, I knew the line could launch an entire marketing campaign, which it did — including a new Omni Club website, Omni Club print ads, an Omni Club direct mail campaign, and even customized Omni Club bookmarks, like these:

Designer: Chuck Hart. Photographer: David Stradal. Agency: Spoke.

There’s enough worry in the world. You need less of it. “Worry Less” is the tagline I wrote for St. Andrew’s Resources for Seniors, a St. Louis-based leader in elder care. The line goes to core, human benefit of the excellent service St. Andrew’s provides. 

St. Andrew’s embraced the “Worry Less” brand story and brought it to life in an ongoing, multi-media campaign, including brochures, wearables, website, social media, and a very nice Facebook page.

Above is one of the ads in the “Worry Less” print campaign, which uses ironic juxtaposition to make its point. Ah! May we all get around as good as Grandma when we get to be that age. Art director and designer: Chuck Hart. Photographer: David Stradal.

Call them taglines, call them themelines, call them slogans: I love writing them. And love talking about them. These 10 tips are a short article I wrote about taglines for the Whitney Design Works online newsletter. (Click the below graphic for the full-size, readable pdf.) Thanks to logo master Mike Whitney for letting me tag along. 

[Click to enlarge.]

P.S. I don’t just write about taglines. I write taglines themselves. See 10 campaign-launching taglines written by me. Need a tagline? Call me! 314-479-1966.